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Muddywall | October 22, 2014

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IKEA create a website within Instagram to showcase their new collection

IKEA create a website within Instagram to showcase their new collection

To promote their new PS 2014 collection, IKEA’s Russian division teamed up with the Moscow-based agency Instinct to create an Instagram campaign with a difference.

IKEA have exploited Instagram’s grid layout on the mobile app to create a website within the social network.

To explain how it works, their main Instagram account at Ikea_ps_2014 is the ‘home page’. Using the images they have created a header and a footer and in between are the product categories, just like you would find on a conventional website.

IKEA PS 2014 Instagram 1

Open a category and tap on the picture to reveal tags to each individual item featured in the photo.

IKEA PS 2014 Instagram 1

These tags link to separate Instagram accounts that act as ‘product pages’, sharing more information about each item such as videos, dimensions and inspiration for use. All 34 products from the IKEA PS 2014 collection have their own Instagram account, like the PS_Corner_Chair featured below:

IKEA PS 2014 Instagram 3

Images on the ‘product pages’ also use Instagram’s tagging function, interlinking to other items and back to IKEA’s main Instagram account (home page), as you would see on a regular website.

IKEA PS 2014 Instagram 4

Instagram users can also join in by sharing a picture of their IKEA furniture at home and tagging it with the relevant IKEA product account such as PS_Corner_Chair. This photo will then be available for others to see.

This video explains how it works:

Inspiration for this campaign may have come from Mazda and JWT Canada’s success with a similar promotion last year. They turned their Instagram feed into an interactive road map, following the journey of one of their cars on its long drive home.

By using the social photo sharing app in this way, IKEA is taking us on a virtual and interactive journey around their new PS collection. The only downside is the inability to link out to individual product purchasing pages on the IKEA website. But this is far outweighed by the increased exposure the social media campaign has created for their new collection amongst their target audience of young, twenty-something, urbanites- the largest user demographic of Instagram.

Featured image source: Core77

I created the blog Muddywall to share social media trends, ideas, opinion and advice. I'm a social media specialist working with businesses, organisations and individuals to improve their social media communications. Happy to connect on any of my social media profiles.